MARKETBlackmores is an industry leader and an established brand in the Vitamin and Dietary Supplements (VDS) market; a fast-growing market that includes vitamins, minerals and herbal supplements, in tablet, capsule, liquid, chewable and powder forms. Growth in this industry continues to be driven by an increase in health-consciousness among consumers, as well as a greater willingness to self-medicate.

Regulated by the Ministry of Health, the VDS market, and most products under this category, must be registered with the Malaysian Drug Control Authority (DCA) before going to market. The brand is currently available in more than 1,100 outlets, including major pharmacies across the country. Its product offerings target all demographic segments, from pregnant mothers and children, to young adults, right through to senior citizens. The brand is also present in other Asian countries, including Singapore, Thailand, Hong Kong, Taiwan, Korea, China and Cambodia.

ACHIEVEMENTSOver the past five years, Blackmores Malaysia has consistently outperformed in the VDS market. In fact it was recently recognised as the Most Trusted Vitamin and Supplement Brand in the 2015 Reader’s Digest Most Trusted Survey.

The company has also earned a number of

product accolades from the Guardian Customer Choice Awards, and the Watsons HWB Awards, for leading products such as Fish Oil, Multi-vitamins, Vitamin C and Glucosamine.

Blackmores Australia, the parent company, has rendered an equivalently impressive record by winning numerous awards in recognition of its stellar performance. These include the Reader’s Digest Most Trusted Vitamin and Supplement Award for the years 2000, 2001, 2007, 2009, and 2010-2014. In Asia, Thailand - the largest market - has also won the Reader’s Digest Most Trusted Brand Award for eight consecutive years.

HISTORYThe company got its start in Australia, back in the 1930s, thanks to the vision and passion of one man, Maurice Blackmore (1906-1977), whose belief in the health-giving properties of herbs and minerals led him to develop a whole system of healthcare based on naturopathic principles. His views on natural health, preventative medicine, the environment and recycling were well ahead of their time. The brand was later launched in Singapore and Malaysia, in 1976, and that region’s operations have grown to employ a workforce of 100 people.

Since taking the reigns of the business, in 1975, Maurice’s son, Marcus Blackmore, has continued the family’s traditions. He has capably influenced the consistent growth and development of the company and forged its

position as a leader in the dietary supplements industry. As Chairman of Blackmores, he perseveres with the belief that “People, Product, Passion” are the foundation of the brand’s continued success.

PRODUCTLiving in a fast-paced world, where lifestyle choices expose our bodies to stress, fatigue and toxins, and where inadequate diets and sedentary habits lead to preventable ailments, Blackmores products continue to promote wellness and offer alternatives for anyone that wants to lead a healthier lifestyle.

Since day one the company has taken a long-term, holistic approach to healthcare, firmly establishing itself as a market expert, and as an advocate of preventative health solutions. It continues to combine scientific evidence with traditional knowledge, and to seek out new ways of improving health. Ideally, this means identifying risks and preventing conditions that could diminish quality of life, or that may one day require invasive treatments. The goal is actually quite simple – to help everyone get more enjoyment out of living.

Blackmores’ products are developed by experts; made to exacting standards under the principles of good manufacturing practice, and utilise ingredients found in nature, from around the world. Every product is required to meet stringent company and government standards of safety, quality and efficacy. Blackmores’

commitment to high standards, top-grade ingredients, solid manufacturing practices and reliable heath education, has positioned the company at the premium end of the market.

All products sold in Malaysia are fully manufactured in, and imported from, Australia. The brand offers a wide range of products for different health segments and strives to cater to all age groups. Some of its product offerings include basic Multivitamins and Vitamin C for new users; CoQ10 for those who may be seeking supplements for specific conditions; kids Multivitamins and teen Multivitamins. Blackmores’ bestselling products are the Vitamin C range, Fish Oil, Multivitamins, Joint Formula, CoQ10 and Evening Primrose Oil.

In line with the company’s dedication to em-power people to take control of their health, the first-ever Blackmores Concept Stores were es-tablished in Malaysia in 2013. The stores offer customers access to in-store naturopathic and holistic health consultations with qualified natur-opaths, as well as personalised lifestyle, dietary, and supplement recommendations that promote health and well-being. The stores also serve as an education hub where consumers are able to obtain news updates, access articles related to health, participate in sponsored activities, or

even conduct a quick online health assessment with an app developed by Blackmores. The stores are located at Mid Valley Megamall KL, Mediplex SDMC Subang Jaya, Queesbay Mall Penang, and Permaisuri Imperial City Mall, Miri Sarawak.

On the Australian front, Blackmores Institute has been established with the purpose of becoming a centre of excellence in the field

of natural health research and education. It brings together the best minds, knowledge, and evidence, and is dedicated to sharing this knowledge with the wider community of healthcare professionals, researchers, industry and consumers. Innovative research activities are currently being conducted with many highly regarded institutions including the Swinburne Centre for Human Psychopharmacology, University of Sydney, Southern Cross University, Griffith University, Monash University and the University of Adelaide.

PROMOTIONThroughout the years Blackmores has launched numerous health campaigns aimed at providing consumers with credible health information, while at the same time, educating them about the complementary benefits of vitamins and

dietary supplements.

Some notable campaigns include a green conscious campaign that encouraged consumers to recycle, starting with their empty supplement bottles, which would otherwise end up in landfills. The campaign had overwhelming response from loyal users of Blackmores, who were rewarded for pledging to go green. Another campaign called ‘Health Partner’ commits Blackmores to becoming the support system of every Malaysian’s health, regardless of the life stage, thereby strengthening Blackmores as the authority in natural health and wellness.

Blackmores offers a Naturopathic Advisory Service that provides advice on any health issue or concern v ia i ts hot l ine (79550993), or by emai l at heal thadvisory@blackmores.com.my. The complimentary service is supported by a team of professional naturopaths and health consultants.

• Marcus Blackmore, ND was Chairman of the Heart Research Institute in Sydney, Australia from 2006-2010.

• In the early years, its biggest selling product was Herbal and Mineral Toothpaste.

• It was the first company in Australia to develop natural, cruelty-free, personal care products.

• Founder Maurice Blackmore, who had a passion for horse racing, used his Celloid mineral treatments on horses with physical and performance issues, and helped turn them into champions.

• In 1988 Blackmores sponsored, and supplied supplements, for the record-breaking epic voyage of Kay Cottee, who became the first woman to sail solo, non-stop around the world.

THINGS YOU DIDN’T KNOW ABOUT BLACKMORES

The company has also organised outings for orphanages to bird parks, the national science centre, and FRIM as part of its Corporate Social Responsibility programme, but its community involvement goes even further. It has participated in several environmental projects that include the planting of Mangrove trees in Kuala Selangor, as well as cleaning up the surroundings at Serendah Waterfalls and Kuala Gandah Elephant Sanctuary. All these projects are supported by a staff community chest fund.

BRAND VALUESBuilt on enduring corporate values of Passion for Natural Health, Integrity, Respect, Leadership and Social Responsibility, Blackmores invites everyone to join the wellness revolution. Empowering consumers with relevant health education is just one way the company helps fellow Malaysians make informed decisions about wellbeing. It encourages a proactive approach to wellness, and aspires to remain the nation’s first choice in healthcare supplements. Blackmores will achieve this target by continuing to translate its proven history and extensive knowledge into innovative, quality, branded healthcare solutions that make a difference in people’s lives. The company will also prevail in its commitment to deliver the primary brand elements of reliability, effectiveness, and affable service, through its ongoing research and development programmes; and the regular consultation it renders in areas pertaining to natural healthcare, to Government Authorities, as well as media and health experts.

www.blackmores.com.my

| S U P E R B R A N D S V O L U M E V I I I2 2 M A L A Y S I A ’ S S T R O N G E S T B R A N D S | 2 3